66˚North has named Kei Toyoshima, a menswear design guide at Louis Vuitton, its artistic director as a part of a push to “elevate” the Icelandic outerwear model and increase its attraction with vogue shoppers.
Lately, technical items like puffer jackets, shells and fleeces by the likes of The North Face, Canada Goose and Arc’teryx have turn into coveted luxurious staples because of streetwear’s affect on vogue and collaborations with manufacturers like Gucci, cementing the “gorpcore” pattern named after the “good outdated raisins and peanuts” in path combine.
“Our focus is to raise and to make us related outdoors of Iceland, to proceed to make items which are the identical high quality as earlier than, however to make them extra fascinating to a wider viewers,” stated 66˚North chief govt Bjarney Harðardóttir.
“It takes a extremely technical course of to design these clothes; the extent of high quality makes them luxurious merchandise,” stated Toyoshima, who approached the model after seeing its merchandise on a visit to Reykjavík. “I got here to the model to assist translate its attraction on a worldwide scale.”
Tokyo-born Toyoshima was beforehand head males’s ready-to-wear designer at Bottega Veneta and hung out at Haider Ackermann, Coach and Margiela, amongst others. He’ll proceed to work at Louis Vuitton alongside his new place.
66˚North, which started producing outerwear for fishermen in 1926, attracted funding from Mousse Companions Restricted, the New York-based fund managed by the household that owns Chanel, in 2019, kicking off a plan to show the Icelandic label into a worldwide model.
It presently has 18 stockists, together with upmarket retailers equivalent to Matchesfashion, END and KaDeWe, and is about to open a flagship retailer, its first outdoors Scandinavia, on London’s Regent Road on the finish of November.
The launch social gathering will function DJ units from Ciesay, founding father of cult label Locations + Faces, in addition to Jordss, founding father of the Women Can’t DJ collective. Buddies of the model embody Dami Hope and Indiyah Polack, former Love Island contestants with rising vogue clout.